Procrastination is not laziness. For entrepreneurs, it is almost always fear wearing a disguise. Fear of failure, fear of the unknown, fear of doing it wrong, fear of discomfort. In this episode, Mark unpacks exactly why fear-based procrastination happens, shares a real example from his own ecommerce journey, and offers four actionable strategies for breaking through.<\/p>\n
Mark opens with a tech tip about HelpScout<\/a>, a customer service platform he uses for both Late Night Internet Marketing and his Shopify ecommerce store. HelpScout is free for basic use, integrates with Shopify for order history lookup, and can be configured to send replies that appear to come from your own domain rather than HelpScout. Mark also shares a pro tip for phone support: use a Google Voice number with a professional voicemail that directs callers to email support, then forward the voicemail transcriptions directly into HelpScout.<\/p>\n The main segment tackles fear-based procrastination using Mark's own experience building Facebook ads for his Shopify dropshipping store. Mark blazed through the early phases of the course, building the store, sourcing products, and placing his first ad with confidence. But when it came time to scale to 12 different ads targeting 12 different audiences, he found himself slowing down, working on other things first, and hesitating. He recognized the pattern and dug into why.<\/p>\n Mark identifies four specific fears that cause entrepreneurial procrastination. The first is fear of failure<\/strong>. Even when you are publicly optimistic about a project, there is often a quiet voice in the back of your mind worried that it will not work. The second is fear of the unknown<\/strong>. When you are doing something new and there is art as well as science involved, uncertainty about exactly what to do can paralyze you. The third is fear of discomfort<\/strong>. Working in a new platform like Facebook Ads Manager, knowing that a mistake could get your account suspended, creates genuine anxiety. The fourth is fear of doing it wrong<\/strong>. Whether it is your first WordPress site or your first information product, the worry that you will mess things up can stop you before you start.<\/p>\n Mark offers four strategies for overcoming these fears. First, shine a light on the fear<\/strong>. Identify specifically what you are afraid of and examine it honestly. In Mark's case, the worst outcome was losing $100 on failed ads, and even that scenario would teach him something valuable. Almost every entrepreneurial fear looks less intimidating once you drag it into the light and examine the actual worst case.<\/p>\n Second, get the right information<\/strong>. Sometimes procrastination signals a genuine knowledge gap. Mark did additional research on Facebook ad targeting beyond what the course provided, and that gave him enough confidence to move forward. The caveat is that endless research can itself become procrastination. Do just enough to feel ready, then act.<\/p>\n Third, bite off small chunks<\/strong>. Setting up 12 Facebook ads felt overwhelming. Setting up the next one did not. Break the elephant into bite-sized pieces and focus on the next small step.<\/p>\n Fourth, find support and accountability<\/strong>. Whether it is a mastermind group, a Facebook community, or an accountability partner, having people you can share your fears with and who can hold you accountable is often the single most powerful tool for breaking through procrastination.<\/p>\n Mark recorded this in April 2017, and while the psychology of procrastination has not changed, the tools for breaking through it have improved dramatically.<\/p>\n AI assistants have become the ultimate “fear of the unknown” reducer.<\/strong> In 2017, if you did not know how to set up a Facebook ad targeting strategy, you had to dig through blog posts, watch YouTube tutorials, or ask in a forum and wait for a response. In 2026, you can describe your product and audience to an AI assistant and get a detailed targeting strategy in minutes. This does not eliminate the need to learn and test, but it dramatically reduces the knowledge gap that causes procrastination.<\/p>\n Facebook Ads Manager has become both more powerful and more user-friendly.<\/strong> Meta's ad platform now offers AI-powered Advantage+ campaigns that handle much of the targeting and optimization automatically. The specific fears Mark describes about getting your account suspended remain valid, but the platform provides better guardrails and clearer guidance than it did in 2017.<\/p>\n Online communities for accountability have exploded.<\/strong> In 2017, Facebook Groups were the primary option. In 2026, platforms like Skool<\/strong>, Circle<\/strong>, Discord<\/strong>, and Slack<\/strong> all host thriving entrepreneur communities with built-in accountability structures. The “building in public” movement on X (formerly Twitter) and YouTube has also created natural accountability for entrepreneurs who share their progress openly.<\/p>\n HelpScout remains a strong choice<\/strong> for customer service, though the market has expanded. Crisp<\/strong>, Intercom<\/strong> (with a startup plan), and Freshdesk<\/strong> (free tier) are additional options worth evaluating. For Shopify stores specifically, Gorgias<\/strong> has become the dominant help desk solution with deep Shopify integration.<\/p>\n If you found this episode helpful, you might also enjoy:<\/p>\n Listen to Late Night Internet Marketing on Apple Podcasts<\/a> or subscribe at latenightim.com\/internet-marketing-podcast\/<\/a>. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.<\/p>\nKey Takeaways<\/h2>\n
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